AASHTO’s National AASHTO’s National Marketing CampaignMarketing Campaign

Using Targeted Marketing and Using Targeted Marketing and

Coalitions to Win Public SupportCoalitions to Win Public Support

Paula HammondPaula HammondSecretary, Washington DOTSecretary, Washington DOT

Chair, AASHTO Marketing Task ForceChair, AASHTO Marketing Task Force

Building Support for TransportationBuilding Support for Transportation

Marketing Campaign Game PlanMarketing Campaign Game Plan

Working with the State DOTs, provide:Working with the State DOTs, provide:• Communications toolsCommunications tools• Core messagesCore messages• StrategiesStrategies• Promising practices Promising practices 

Build coalitions of support with key Build coalitions of support with key influencers, including: influencers, including: • State, local and federal officialsState, local and federal officials• Non-profit and trade associationsNon-profit and trade associations• Labor and the corporate communityLabor and the corporate community

Moving Quickly; Working SmartMoving Quickly; Working Smart April – America’s April – America’s

Transportation Awards Transportation Awards competition launchedcompetition launched

May – Formal Initiation of May – Formal Initiation of Marketing Campaign Marketing Campaign

July – July – Bridging the GapBridging the Gap Report Report

September – Response to September – Response to Highway Trust Fund crisis; Highway Trust Fund crisis; email state news to Congressemail state news to Congress

Launching:Launching: What the New President What the New President and Congress Should Knowand Congress Should Know……

At Annual Meeting At Annual Meeting • Video interviews Video interviews • Comment cardsComment cards

Our website: Our website: IToldThePresident.orgIToldThePresident.org

Communications Tool Communications Tool KitKit for State DOT PIOs for State DOT PIOs and Communications Coalitionand Communications Coalition

Upcoming: Transportation TV/WebUpcoming: Transportation TV/Web

AASHTO’s own web AASHTO’s own web channel, content on, about channel, content on, about and for transportationand for transportation

Weekly newscastsWeekly newscasts Posted interviews with Posted interviews with

transportation championstransportation champions Videos and webcamsVideos and webcams People storiesPeople stories Links to state and partner Links to state and partner

videosvideos

Coming UpComing Up

Release of key reports on finance, Release of key reports on finance, road conditions, freight and railroad conditions, freight and rail

Three-week display of the America’s Three-week display of the America’s Transportation Award nominees at Transportation Award nominees at Union Station in Union Station in

Washington, DCWashington, DC

National Campaign Roll OutNational Campaign Roll Out

Keys to SuccessKeys to Success

Localize and personalizeLocalize and personalize Cut through the clutter with strong Cut through the clutter with strong

messagesmessages Insert key campaign talking points Insert key campaign talking points

into speeches, testimony, media into speeches, testimony, media interviewsinterviews

Build strong coalitions of support Build strong coalitions of support within each of our industrieswithin each of our industries

Using the Right MessageUsing the Right Message Finding the “right words” to convey Finding the “right words” to convey

the importance of transportationthe importance of transportation

Consultant on board – Consultant on board –

Key messages and a “tag-line” will Key messages and a “tag-line” will be used throughout the campaign be used throughout the campaign and by a variety of users, including and by a variety of users, including state DOTs, legislators, and partnersstate DOTs, legislators, and partners